Finding the right person to manage your social media can be challenging, setting the budget even more so. I mean really, how much should you pay to use a free media platform? It’s just putting a post up everyday right?
It’s harder than it looks
You’re community manager should be someone you would trust to create and publish a press release on behalf of your company…. every day… without your approval! I shiver when I hear people giving the social media to the office junior with the perception that they are young, get social media and have more time.
Maturity is key
Ask a couple of questions when you are looking to select someone to run your social media.
1. Would you trust that person in a crisis to be able to think and act quickly to decide how to respond to shut down a potentially brand damaging situation should it arise?
2. Do they have the business knowledge to ensure they are posting “on brand” for your business, that the strategy is magnifying your existing efforts or is it a stand along page full of humour to get people to click like?
3. Have they run a business before and do they understand how to make social media work for business or do they just know how to use facebook socially?
4. Are they using the best tools to drive efficiency and results, or are they spending all day in facebook looking for content (and who’s having a party this weekend)
5. Do they have a systemised approach to ensuring your social media is an asset not a distraction to your business?
Being great and running effective social media, is not just about posting everyday – you’re investment is not broken down to a per post cost/per day – although that would be the simple maths. You’re paying someone to be there, to respond when required and to have the experience to know what to say, to who at the right time – customer service 1o1.
How much is an experienced community manager worth?
I was told this story a number of years ago when I was studying NLP and it’s one that has always stuck with me, especially when you are putting a value on a seemingly simple task.
The Boilermaker, or Knowing Where To Tap – Steve Andreas
There is an old story of a boilermaker who was hired to fix a huge steamship boiler system that was not working well. After listening to the engineer’s description of the problems and asking a few questions, he went to the boiler room. He looked at the maze of twisting pipes, listened to the thump of the boiler and the hiss of escaping steam for a few minutes, and felt some pipes with his hands. Then he hummed softly to himself, reached into his overalls and took out a small hammer, and tapped a bright red valve, once. Immediately the entire system began working perfectly, and the boilermaker went home. When the steamship owner received a bill for $1,000 he complained that the boilermaker had only been in the engine room for fifteen minutes, and requested an itemized bill. This is what the boilermaker sent him:
For tapping with hammer: $ .50
For knowing where to tap: 999.50
What are you REALLY paying for?
Your paying for some one who can bring an efficiency to your business, can avoid the many distractions within the social media black hole, have an understanding of how to support your marketing so it is magnified through social media and can work with you to constantly adapt, adjust and refine your social media strategy.
There are not many people who have been running social media for businesses in Australia for more than 5 years, most have less than 2 years experience and many are commanding 6 figures as a salary, because they know how to run social media effectively.
With social media becoming the new base for brand development, it’s more important than ever that you have the right people in the right seats of your business.